A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.
U.S./U.S. Hispanic Market
According to research by Nielsen, 32% of global respondents (and 22% of respondents in the U.S. and Canada) plan to cancel traditional TV subscriptions for online services. The survey involved 30,000 people in 61 countries.
And another Nielsen survey found that 66% of global respondents were seeing ads on their VOD content for products they do not want. 62% say they believe the ads are distracting, and 65% said they wish they could block all ads altogether. But 68% said they were ok with ads, as long as they kept the content free.
A study by Ooyala’s Global Video Index revealed that total mobile plays have grown 35% in the past year, and 170% since 2013. The study also found that mobile and tablets account for 26% of all online viewing in the world, up from 24% in 2014. And with the increasing popularity of OTT content, these numbers should continue to rise.
Sony has launched its PlayStation Vue streaming service in the United States after testing it for a year.
Verizon Digital Media Serviceshas acquired video company Volicon in part of its effort to improve its OTT video services. Volicon has set itself apart for its specialization in video capture, archival, compliance monitoring and clip creation workflow for broadcasters.
The BBC and ITVare supposedly discussing a joint OTT video service venture. The BBC currently offers online transmission, but this move would take their video efforts to the next level.
The Federal Communications Commission has voiced approval for the $55 billion Charter acquisition of Time Warner Cable, but will likely require conditions that involve efforts to slow down the expansion of online video. Charter promised to follow net neutrality rules for at least three years, and that it will not charge content companies to connect to Charter’s servers.
New stats from Colombia’s Comisión de Regulación de Comunicaciones (CRC) show that less than three in 100 Colombians use the Internet as their primary video viewing platform. But of those that do consume online video, 76% use YouTube, 14.3% use social media and 9.7% use VOD platforms. Strangely, this data contrasts with the latest report from Ericsson, which claimed that a third of Colombians were using VOD services for TV viewing and that the country is leading in Latin American mobile video penetration.
Market research firm GfKfound that Latin American media consumption on cell phones and tablets is more widespread than that of desktop computers, and that it will soon catch up to TV. The study also found that viewers in the region tend to watch an average of around 20 hours of TV per week and 17 hours of content on mobile and tablets. ESPN had commissioned the study to look at trends in media consumption in Latin America.
2btube, aplatform for YouTube creators, is opening Latin American operations. The company tapped Hugo Tapia to serve as country manager in Mexico, where the company will open an office. Tapia will be in charge of producing original content, optimizing revenue streams for the region’s audiences and discovering new creators.
Sony has awarded media planning and buying duties for its music division in North America to Omnicom’s OMD, according to Mediapost. Sony’s North American music business was one of two assignments that had not been decided when Sony last month awarded its global media account to various agencies including OMD, UM and MediaCom. Sony Music spent over US$10 million on ads in 2014, according to Kantar Media. Sony’s North American Electronics business is still in review.
Dunkin’ Donuts, baked goods and coffee chains, has announced plans to develop new restaurants in Puerto Rico, with an initial focus in San Juan’s metropolitan area. The brand is currently seeking a single operator to develop approximately 50 restaurants across Puerto Rico over approximately seven years.The company is looking to recruit a franchisee with experience operating multi-unit foodservice concepts in Puerto Rico as well as acquiring and developing local real estate. The initial focus area will target the Northeast areas of San Juan, Bayamón and Carolina with many of the restaurants across the market being a mixture of free-standing and in-line restaurants ranging from 100 to 175 square meters. Dunkin’ Donuts currently has more than 8,400 locations in the U.S. and 370 locations across Latin America and the Caribbean.
Heineken® has unveiled a new integrated global marketing campaign known as “There’s more behind the star.” Consumers are invited to discover the authentic product stories that are the foundation of an iconic global brand. The new U.S. and global led program is comprised of three new TV commercials, featuring award-winning actor, Benicio Del Toro. Launching in 70+ markets globally, the campaign focuses squarely on the beer, the brand’s rich heritage and Heineken®’s unparalleled international footprint. The humorous spots see Del Toro comparing what is behind his own ‘star’ status to specific stories behind the legendary Heineken® brand. The new commercials were created by Publicis Worldwide and filmed in a variety of locations in Barcelona. The spots will be released in both English and Spanish, alongside two additional pieces of short-form digital content.
Hyundai Motor America has appointed Erwin Raphael as General Manager for Genesis Motors USA. Last November Hyundai’s worldwide announced the launch of Genesis, globally, as an independent luxury brand of Hyundai. Mr. Raphael will be responsible for the strategic direction and management of Genesis operations in the United States, including sales and marketing. This summer, he will oversee the introduction of the Genesis G90. Mr. Raphael will assume his duties March 1, 2016.Mr. Raphael has been at Hyundai for the last six years, serving in various roles. Most recently he was the Western Region Director and General Manager for Hyundai Motor America .In addition to his operations roles at Hyundai, Mr. Raphael is a founding member and co-chair of Hyundai’s Diversity Council.
FCA US LLC-Warner Brothers
FCA US LLC andWarner Bros. Pictures are joining forces in a one-of-kind co-branded partnership to mark the premiere of the highly anticipated debut of Batman v Superman: Dawn of Justice(opening nationwide in theaters on March 25, 2016).The unique alliance includes the introduction of the all-new 2016 Jeep Renegade Dawn of Justice Special Edition (available now in dealerships across the country), in addition to branded television spots with the Jeep and Dodge brands, and social/digital extensions creating consumer engagement leading up to the film’s premiere next month.The advertising campaign launched Monday, February 22, when the Jeep brand debuted a 30-second commercial “Into the Storm” across television and online. The spot features footage from Batman v Superman: Dawn of Justice of Bruce Wayne (Ben Affleck) behind the wheel of the Jeep Renegade. Read more.
Pepsi® announced its 2016 global roster of all-star players. The Pepsi team, uniting thrilling international talent from top clubs, will spark excitement throughout the year with a new integrated global campaign, the Pepsi Blue Card (#BlueCard).The Pepsi lineup of superstars includes Argentinian striker Sergio Agüero (Manchester City), Colombian phenom James Rodríguez (Real Madrid), Belgian team captain Vincent Kompany (Manchester City), Chilean leading scorer Alexis Sánchez (Arsenal) and Spanish goalkeeper great David de Gea (Manchester United). The integrated effort includes a complementary app available for free download on the Apple App and Google Play stores beginningFebruary 23, as well as digital and social content, out of home and point of sale rolling out in markets around the world throughout the year.The 2016 global Pepsi football team will be featured in a variety of integrated campaign elements, anchored by a global television commercial:
Clemens Food Group, LLC, Hatfield, Pa., has named LevLane, Phila., as advertising agency of record for its Hatfield Quality Meats and Farm Promise™ pork brands, with responsibility for creative and media, and encompassing both brand planning and social, following a four-month review. Paid media will include both consumer and trade (institutional, supermarket and restaurant) efforts.
Neutrogena is launching a global campaign under the tagline “See What’s Possible,” a female-empowerment effort that will be incorporated across the brand’s product ads. Neutrogena’s opening video breaks first online, previewing an ad that will run during ABC’s Oscars broadcast in the U.S. and Brazil on Feb. 28. The Oscars ad plays a supporting role to a broader global digital campaign spanning 27 countries.The campaign will also feature online videos that will be distributed through social media globally from March 1. For the first time, Neutrogena will working with beauty vloggers globally in a partnership with StyleHaul, the global YouTube style network. Roberts & Langer and the broader DDB network handled creative.
Asummary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.
CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Jennifer Chan 347-840-1311 or e-mail her at email@example.com. SEE A DEMO OF THE DIRECTORY!
::: Sony – MediaCom, UM and OMD ::: Hilton Garden Inn Brazil – Atlantica Hotels ::: Air New Zealand ::: GroupM:::
Sony has completed much of its media agency review. The assignments were divided among incumbents WPP’s MediaCom, Interpublic Group’s UM, and Omnicom’s OMD. The global review, which began in May, spanned Sony Pictures, Sony Electronics, Sony Mobile Communications, Sony Music and Playstation. In 2015, Sony joined Procter & Gamble, Unilever, L’Oreal, Coca-Cola, 21st Century Fox and Volkswagen, among many more, in reviewing their media agency business.Read more.
Hilton / Garden Inn
Hilton Worldwide has signed a management licence agreement with Atlantica Hotels to develop and manage the Garden Inn hotels in Brazil.Atlantica, one of the largest privately-held hotel management company in South America, said the brand will join its portfolio of more than 12 brands represented by 85 hotels in Brazil and a sales force of more than 150 executives.Hilton Garden Inn brand has recently opened hotels in Montevideo, Uruguay and Cusco, Peru.
Air New Zealand
Viva Expeditions has celebrated Air NZ’s inaugural flight to Buenos Aires.Richie McCaw flew as Air New Zealand’s Brand Ambassador on their inaugural flight to Argentina. The flight marked the first time that the national carrier has operated a regular service to South America in its 75-year history. The airline’s non-stop service, which will run three times a week, reduces the flight time to the Argentine capital and brings more competition to the travel market between New Zealand and South America and the service will make it easier for Kiwis to travel to South America.
GroupM has announced the opening of its new offices in Mexico, which will be located at Corporativo Punto Polanco, in Lago Alberto street. The aim of this opening is to provide customers with greater accessibility, as well as bringing products and services more quickly.
JC Penney is entering the kitchen and laundry sales business after being absent over 30 years, the company announced with a particular emphasis on the Millennial Target. To market its new appliances pilot program, the department store chain is rolling out two 30-second TV spots. Starting today, the commercials will air in the San Diego; Tampa, Fla. and San Antonio, Texas markets where JC Penney is now selling kitchen and laundry appliances, AdAge reports. The two spots—one is in English and the second is a Spanish version are the inaugural work from McGarryBowen, which JC Penney selected to lead its marketing last year. Print, out of home and digital activity are also part of the pilot campaign. Results of the pilot campaign will be taken in to account for the national rollout. The timing has not been determined yet, although online appliances for kitchen and laundry will be available for sale in the spring. OMD, part of Omnicom is JC Penney’s media agency while Minneapolis based Novus Print Media manages newspaper and pre-print buys.
Sensis was awarded a new multiple award blanket purchase agreement for health marketing and communication support services by the Centers for Disease Control and Prevention (CDC). The BPA, awarded through the CDC’s Office of the Associate Director for Communication, includes a five year base period and five, 12-month option periods. Sensis – one of 16 agencies awarded the agreement – now has the opportunity to support the CDC on numerous marketing programs. “This BPA covers the gamut of health communications initiatives coming out of the CDC,” said Robyn Loube, director of business development at Sensis. Loube will manage the contract from the Sensis office in Atlanta, which she will be leading.
Sony has completed much of its media agency business. The assignments were divided among incumbents WPP’s MediaCom, Interpublic Group’s UM, and Omnicom’s OMD. The global review, which began in May, spanned Sony Pictures, Sony Electronics, Sony Mobile Communications, Sony Music and Playstation. Sony spent US$620.3 million on U.S. measured media in 2014.In 2015, Sony joined Procter & Gamble, Unilever, L’Oreal, Coca-Cola, 21st Century Fox and Volkswagen, among many more, in reviewing their media agency business.Read more.
Massachusetts based agency Blue Vase Marketing has announced the launch of EMORY Vodka, the first product to be inspired by one of today’s leading artists. New York based artist Blake Emory, pioneer in the “Optic Modernism” movement, has developed a unique extension of his existing Zebra Love oil on canvas signature collection for the brand design of EMORY Vodka. Michael Alden, CEO and President of Blue Vase Marketing, in partnership with Emory, has translated the Zebra Love concept on to frosted glass, releasing the limited edition premium vodka. Priced at US$29.99 for 750ml, EMORY Vodka is fully underway with its off premise campaign, targeting cities around the country known for their trendsetting consumer audience, including Atlanta, Chicago, New York, Los Angeles and Miami. The brand is currently on-shelf in New York, Texas and Massachusetts and is anticipated to be on shelf nationwide in established retailers such as Total Wine & More and Binny’s, as well as other major retailers, by Spring of this year. Joint marketing efforts for the new line of EMORY Vodka by Blue Vase and Pearson & Pearson are being supported by a national PR campaign, social media and traditional advertising.
Cleveland-based KeyBank has appointed The Richards Group to be its creative and media (including digital) ad agency following a review, Mediapost reports. The Richards Group has shaped a special unit to handle the KeyBank business, which will be headed by agency David Hall. KeyBank is the principal subsidiary of KeyCorp, one of the nation’s largest bank-based financial services companies. Key provides deposit, lending, cash management and investment services to individuals as well as small and medium-sized businesses via the KeyBank brand.
Barbie is announcing the expansion of its Fashionistas® line with the addition of three new body types and a variety of skin tones, hair styles and outfits. The new 2016 Barbie® Fashionistas® doll line includes four body types (the original and three new bodies), seven skin tones, 22 eye colors, 24 hairstyles and countless on-trend fashions and accessories. Adding more diversity into the line continues the journey that Barbie started in 2015 when the brand added 23 dolls with new skin tones, hair colors and, most notably, a flat foot.The new dolls can be viewed on Barbie.com and will be available to order on January 28, 2016 on Shop.Mattel.com in the U.S. The collection will be available starting in spring 2016 at major toy retailers worldwide.”We believe we have a responsibility to girls and parents to reflect a broader view of beauty,” added Mazzocco. people can visit www.barbiemedia.com or join the conversation @Barbie #thedollevolves.
What: Sony has completed much of its media agency business review. The assignments were divided among incumbents WPP’s MediaCom, Interpublic Group’s UM, and Omnicom’s OMD. Why it matters: Sony spent US$620.3 million on U.S. measured media in 2014.The global review spanned Sony Pictures, Sony Electronics, Sony Mobile Communications, Sony Music and Sony Playstation.
Sony has completed much of its media agency business review. The assignments were divided among incumbents WPP’s MediaCom, Interpublic Group’s UM, and Omnicom’s OMD.
The global review, which began in May, spanned Sony Pictures, Sony Electronics, Sony Mobile Communications, Sony Music and Sony Playstation. Sony Pictures will retain UM in North America and other markets, and add OMD in more international markets, Adage reports.
Playstation and Mobile will consolidate its global business with MediaCom, which also wins electronics in international markets. Carat and OMD had previously handled parts of PlayStation.
Sony Music and Electronics’ agency homes haven’t been decided yet. Dentsu’s Carat, another incumbent, was not assigned anything but sources familiar with the review said the agency may get Sony Music and Electronics assignments for the North America region, which are still pending.
Sony spent US$620.3 million on U.S. measured media in 2014.In 2015, Sony joined Procter & Gamble, Unilever, L’Oreal, Coca-Cola, 21st Century Fox and Volkswagen, among many more, in reviewing their media agency business.
The announcement of Sony Pictures Television buying a majority stake in IMS, the Miami headquartered Latin American media placement firm, has caught some industry observers by surprise. It is known that Sony Pictures Television, led in Miami by Irving Plonskier, SVP President/General Manager of Sony Pictures Television AdSales Latin America, and IMS, led by CEO Gaston Taratuta, have been talking about SPT buying IMS for a few years. But why is the transaction happening now? What is the synergy between both companies? Below are 4 key points, as obtained from industry observers by Portada, that may have motivated the transaction.
1. SPT Gains Access to Key LatAm Brands and Agencies
IMS is the main digital media placement firm in Latin America. Particularly when it comes to the representation of global media companies it has taken Punto Fox’s position. (Punto Fox exited in early 2014) . Media brands that IMS sells media for Waze, Twitter, LinkedIn, Spotify, Crackle, iAds and Foursquare. (Although Twitter recently announced that it also will venture to LatAm on its own and Netflix used to be represented by IMS and is not anymore.) IMS’ connections with brands and agencies, perhaps even more for panregional accounts based in Miami, can be an important asset for Sony Pictures Television. As T.C. Schultz, EVP & MD Networks, Latin America & Brazil for SPT tells Portada, “IMS has done an exceptional job growing their business in the region over the last several years. As we looked to expand our digital presence in the region, IMS became the first choice because of their position as the market leader.:
2. Unclear Role for Media Placement Firms in the Age of Programmatic
One reason that may have contributed to IMS’s decision to sell a majority stake to SPT is that the role of media placement firms in the Age of programmatic digital media buying, which is quickly entering the Latin American space, is not clear. In a world where media properties’ inventory is connected via SSPs (Supply Side Providers) to DSP’s (Demand Side Networks) via open or private exchanges, efficiency has increased substantially. This means that the margins for intermediaries, including media placement firms, are bound to be much lower than in the previous age of the (blind) ad-networks.
3. Latin America: A Hard Nut to Crack for Crackle?
Online Video is a very important growth business for mostly TV-centric companies such as Sony Pictures Television. Crackle is Sony Pictures Television’s online video platform and a key asset for its growth. Industry insiders tell Portada, that the Latin American market is not an easy market for Crackle to monetize. In Brazil, the largest market by far, approximately 80% of digital media budgets go to Facebook and Google. Properties like Crackle don’t get much business because mayor local players like UOL and Globo.com fight for the remaining 20%. IMS may help Crackle to reverse this situation.
4. Valuation of Sony Corp. as it spins off TV Business
A bit of background info: Sony Corporation, a public company listed in NYSE (SNE), is likely to sell its non-performing units, including its money losing TV unit, in fact it already sold its VAIO PC business last year, and narrow its focus down to three profitable units. These thee units are: Image sensors, gaming (e.g. Playstation) and media (which includes Sony Pictures Television one of Sony’s most profitable units). The acquisition by SPT of a majority stake in IMS makes sense as it adds a company that is present in two high growing markets: Latin America and digital media. These are features that bode well for Sony Corporation’s overall valuation from an equity investor perspective. As IMS CEO Gaston Taratuta, tells Portada, “There is incredible growth of mobile and internet penetration in Latin America and this acquisition allows IMS and Sony to capitalize on this, help optimize the digital market in Latin America, and create opportunities to work together on regional and possibly global initiatives in the future.”
Asummary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.
CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at firstname.lastname@example.org. SEE A DEMO OF THE DIRECTORY!
::: JETBLUE ::: Kit Kat ::: Illusion ::: Sony ::: General Mills ::: Volkswagen ::: Sony :::
JetBlue Airways has announced plans to add a new destination to its expanding Latin America and Caribbean network. The airline intends to launch service to Quito, Ecuador’s Mariscal Sucre International Airport (UIO) with once daily service from Fort Lauderdale-Hollywood International Airport (FLL), subject to approval of government operating authority.The new route is expected to launch in the first quarter of 2016. Flights will be available for sale pending government approval.From Fort Lauderdale-Hollywood, JetBlue currently offers 37 nonstop destinations, with up to 85 daily flights. The airline continues to strengthen its position in this key market as it ramps up its schedule to 100 daily flights to meet increasing customer demand in South Florida.Quito is the closest capital city to the sun at 9,350 feet above sea level, and lies on the equator, making it one of the few places in the world where you can simultaneously have one foot in the Northern Hemisphere and the other in the Southern Hemisphere.
Kit Kat / Argentina
Walter Thompson has been added the brand Kit Kat to its portfolio.The agency will be in charge of digital development, landing social networks and brand activations. The Nestle brand, which will be handled by J. Walter Thompson, was launched in Argentina last March.
“Coated novia”, Illusion/Mexico
Ogilvy & Mather Mexican subsidiary has released its latest work for lingerie brand Illusion. It consisted of several women who convert their dresses in lingerie pieces to regain the passion in their marriage.
General Mills, a marketer that also devotes substantial resources targeting the Multicultural community, is reviewing its global media account. General Mills is jumping on the media review bandwagon, joining about a dozen other big advertisers that have called reviews in the last two or three months.Publicis Groupe’s Zenith Media is the long-time incumbent on the assignment. The cereal and snack foods giant spends more than US$800 million annually on ads in the U.S., according to Kantar.Joanne Davis Consulting has been retained to assist with the review process.
Volkswagen Group is holding a global media agency review.VW Group, which owns both Audi and Porsche, currently works with WPP’s Mediacom in various markets. The shop retained its business after a review that took place a couple of years ago.The upcoming review is likely part of a multi-year routine, according to one industry executive.The company spent US$605 million on U.S. measured media in 2014, according to Kantar Media.
Sony has kicked Off Global Media Agency Review.The Japanese company spent US$620.3 million on U.S. measured media in 2014.Interpublic Group’s Mediabrands, which owns UM, Initiative and BPN, will likely defend. The network’s UM has worked with the company for over a decade and currently supports Sony Pictures.In 2013, Sony awarded WPP’s Mediacom global duties for mobile devices.
A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
Check out Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at email@example.com SEE A DEMO OF THE DIRECTORY!
General Mills, a marketer that also devotes substantial resources targeting the Multicultural community, is reviewing its media account. General Mills is jumping on the media review bandwagon, joining about a dozen other big advertisers that have called reviews in the last two or three months.Publicis Groupe’s Zenith Media is the long-time incumbent on the assignment. The cereal and snack foods giant spends more than $800 million annually on ads in the U.S., according to Kantar. Joanne Davis Consulting has been retained to assist with the review process.
Following a review in which Lowe Campbell Ewald defended one of its largest accounts of 15 years, Young & Rubicam is the U.S. Navy’s new agency. Last year the Interpublic agency, now reconfigured as part of the Mullen Lowe Group, received a contract extension until a review could determine the winner of a five-year contract beginning this year. The agency last defended the business in 2009.Last year the Navy spent US$39.6 million on measured media, according to Kantar Media.The new contract runs for a full year, followed by four one-year options that extend through 2020. Y&R will handle traditional, digital and mobile advertising as well as account and media planning, research, public relations and events.Losing the Navy business is the latest blow for the agency, which lost its biggest client Cadillac last year, an account it worked on as part of a consortium of agencies called Rogue.
Volkswagen Group is holding a global media agency review.VW Group, which owns both Audi and Porsche, currently works with WPP’s Mediacom in various markets, including the U.S. The shop retained its business after a review that took place a couple of years ago.The upcoming review is likely part of a multi-year routine, according to one industry executive.The company spent US$605 million on U.S. measured media in 2014, according to Kantar Media.
Darden Restaurants has split its media agency business between incumbent Starcom and Carat and 360i following a review.Starcom will retain Olive Garden, which is the biggest spender in the portfolio, but lose its LongHorn Steakhouse business to Carat and 360i.The Olive Garden brand spent us$155 million on domestic measured media in 2014, according to Kantar Media. Longhorn spent US$33.5 million.In 2010, Starcom won a consolidation pitch that included the Orlando, Fla.-based Red Lobster, Olive Garden and LongHorn Steakhouse brands. Starcom sibling agency Spark has worked with Red Lobster, which Darden sold last summer. Spark and Starcom are part of the Publicis Groupe-owned Starcom MediaVest Group Network.
Sony has kicked Off Global Media Agency Review.The Japanese company spent US$620.3 million on U.S. measured media in 2014.Interpublic Group’s Mediabrands, which owns UM, Initiative and BPN, will likely defend. The network’s UM has worked with the company for over a decade and currently supports Sony Pictures, which accounts for a bulk of the company’s measured media spending in the U.S., as well as various parts of its entertainment and electronics business.In 2013, Sony awarded WPP’s Mediacom global duties for mobile devices. That same year, Carattook home the North American business for mobile, adding to its existing Sony PlayStation business. Carat is part of Dentsu Aegis.
Horizon Media has been named Snack marketer Synder’s-Lance’s media agency of record.The agency will handle four key brands: Snyder’s of Hanover, Lance, Cape Cod and Snack Factory Pretzel Crisps.Horizon takes over from incumbent shop, GKV of Baltimore, GKV of Baltimore, which had all of the brands except for Pretzel Crisps. Snyder’s-Lance — which held a competitive review for the business — spent US$8.6 million on measured media in 2014 across its portfolio, according to Kantar Media.Horizon will be responsible for “all core communications planning and activation responsibilities,” in the U.S.
Check out the Award Finalists for the Top Panregional Integrated Advertising Campaign Category below! The Winner will be announced at the Award Ceremony during #Portadalat on June 4.Tickets are going fast! Register to #Portadalat !
This is an important issue in our region since the purchase of antibiotics continues to exist without prescriptions. With a 360 approach on how to reach out target with the main drive being the online push from the website and media bought behind, this became a valuable patient initiative that provided information and created awareness of a sensitive topic for all stakeholders: Patients, Payes, HCPs.
Multichannel marketing approach included: website, email marketing, search marketing, print ads, e-learning for internal salesforce, online knowledge certificate for patients, QR code, eDetail on tablets, endomarketing, folders, brochures, POP stands, videos, etc.
Center of the message was on providing knowledge and tips around the topic.
Sony/Havas Media International
Leveraging the connection between content and brand, Havas and Sony build a multi-channel sponsorship of “The Voice” including social media and POS activations. Shakira Wild, was the catalyst for building stronger bond with consumers through a unique opportunity to travel to the final taping of the show and see Shakira live. Experiences are important for this target group, who value and expect brands to be the enabler to unique experiences.
This integrated campaign celebrated and rewarded kids who took initiative to transform their world, and recognized them with the “Transform your world Award” at the Nickelodeon Kids Choice Awards in Mexico and Colombia, whose category garnered over 1M votes. The campaign consisted of On-air spots (CTA, Voting Stage, Winner Stage), Online microsite, Orange Carpet, On the Ground booth activation. Because of its resourcefulness created awareness for social initiatives, increasing pro-social interest in Mexico 65% and 15% in Colombia.
What: DirecTV will launch an online video service called YaVeo , exclusively catering to Hispanic consumers, by the end of this year. Univision will be DirecTV’s new service major content supplier. Why it matters: DirecTV’s “YaVeo”, joins a growing number of companies (Viacom. Sony, Verizon) signing deals with media companies to offer content for new online video services.
Following announcements from Sony, Verizon andDish, DirecTV CEO Mike White said in a recent Financial Analysts Conference that the company is creating and close to launch an online video service by the end of this year. However, DirecTV’s service will vary from the three others in that it will specifically target Hispanics, and will be called YaVeo , which translates to “Now I see.”
“There’s an ethnic opportunity,” noted White. Through a licensing deal, the service is expected to niche programming for a minimal price, with Univision as a major content supplier. The deal is expected to close by 2015.
Univision’s content would be a crucial offering for DirecTV’s online service, as it will help the satellite operator to offset smaller rival Dish Network Corp (DISH.O), which is creating a multichannel Internet TV service that would be a cheaper alternative to traditional cable and satellite services. Still, Univision didn’t specify whether this deal will include its’ linear channels or just access to its on-demand content. In addition to Univision, DirecTV may be in talks with other Spanish language media companies to supply content for the service.
The Hispanic service would be the first of a series of lower-priced niche online channels CEO Mike White has said the satellite provider would launch. However, It’s not clear yet how the service would function or look like. It is uncertain whether it would be ad-supported and/or subscription based, or even if it would offer live linear channels or on-demand access to telenovelas and other Spanish-language content.
The Hispanic service would be the first of a series of lower-priced niche online channels DirecTV will be launching.
Both the multichannel Dish offering and the more targeted DirecTV service are aimed at potential subscribers for whom traditional satellite service is too expensive.
Entiring the “niche” OTT space
Going after a Spanish-language audience makes a lot of sense for DirecTV. Not only is the size of this audience growing but also Latinos watch 90 minutes more online video per month than the average U.S. consumer, according to a recent Nielsen report. Focusing on Spanish-language content will also help DirecTV avoid directly competing with either Netflix or traditional TV services, both of which can be very expensive. That’s why other big operators, including Comcast and AT&T, are increasingly looking to niche programming for their online efforts as well.
Not only is the size of this audience growing but also Latinos watch 90 minutes more online video per month than the average U.S. consumer
White also discussed the AT+T acquisition made earlier this year. DirecTV, which has accepted a US $48.5 billion takeover offer from AT&T Inc (T.N), secured Internet rights to Univision content as part of a previously disclosed agreement signed in March 2013. DirecTV’s Latino video service could be a good complement to AT&T’s own niche video plans, should the acquisition be approved by regulators.
DirecTV’s “YaVeo”, joins a growing number of companies signing deals with media companies to offer content for new online services. Viacom and Sony announced on Sept. 10 an agreement for Viacom’s 22 cable channels, including MTV and Nickelodeon, to be offered online through Sony Internet-connected devices. Verizon Communications Inc (VZ.N) CEO Lowell McAdam said on Thursday that the telecoms provider plans to launch an Internet-based television service in the first half of 2015.Dish plans to offer a service by the end of the year, as the company has signed deals with Disney and A&E Networks to provide ESPN, the Disney Channel and Lifetime, among others.
What: FremantleMediaInternational has achieved significant sales across Latin America. Why it matters: The sales were driven primarly by US pay TV operators growth and Latin America’s audiences demand for high-profile TV formats.
FremantleMedia International has achieved significant sales across Latin America driven primarily by rapidly expanding US pay TV operators and Latin America’s appetite for high-profile TV formats. Sony Pictures Television Networks in Latin America has gone up with the “Got Talent” format, owned by FremantleMedia and Syco Television, with season 9 of “America’s Got Talent” premiering in 2014.
Chilevision, has re-commissioned a fifth season of a local version, “Talento Chileno,” having just launched “Fractured Families – The Long Ride Home.” The pan-regional pay TV TruTV, will this year release “Tattoo Nightmares,” about people with ghastly tattoos. RCN, a Colombian broadcast net, is adapting the Freemantle Media and Simon Fuller co-owned music show “Idols.”
Discovery Networks Latin America has acquired “Dark Matters: Twisted But True,” based on the strangest of scientific phenomena Chello Latin America will release seasons 1 and 2 of “Martha Stewart’s Cooking School.” Argentine TV broadcaster Telefe has acquired game show formats “The Noise,” where competitors are not allowed to make any sound, and “Face It,” in which they must complete tasks using only their faces. “FremantleMedia International continues to have a strong presence across Latin America as we head into this year’s NATPE market. We continue to offer diverse content and formats that meet the needs of a wide range of broadcasters, and remain dedicated to building our business within the region,” said Sheila Aguirre, senior VP, sales and development, Latin America, Caribbean and Hispanic USA, FremantleMedia International.
A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
Hannay Reels Hannay Reels, a manufacturer of durable hose and cable reels for both OEM and aftermarket applications, just launched a new Spanish translation of their website to reach a wider audience with greater accessibility and enhanced communication. Product and category descriptions will be in Spanish as well as the trade show listing, dealer locator feature, contact page, news and company information. Numeric tables will also have proper translated titles and metric references.
Sony Sony Electronics today launched an integrated marketing campaign celebrating the stunning color and picture resolution of 4K. The campaign features Garth Davis, who most recently co-directed Jane Campion’s critically acclaimed miniseries Top of the Lake. A broadcast spot starts airing this week nationally, accompanied by digital, print and radio ads, mobile media and experiential events as well as retail point-of-purchase and interactive displays. Sony will also spread the word about the new 4K Ultra HD TVs through social networks, email, direct mail, and free-standing inserts. The focus on 4K is the first piece of a year-long campaign that showcases emerging and established collaborators who have been inspired by Sony technology to create unique and unforgettable stories and Sony brand experiences. All aspects of this campaign were developed with the support of Sony Electronics’ advertising agency 180 Los Angeles.
Dunkin’ Donuts Dunkin’ Donuts updated the brand’s Dunkin’ App for mobile payment and gifting, introducing a new language setting that enables users to view content in English or Spanish. With the new setting, Dunkin’ Donuts becomes the first national coffee retailer to make information, features and special offers within its mobile app available in both languages. Dunkin’ Donuts also announced that the company’s official website (www.dunkindonuts.com) can also now be viewed in both English and Spanish languages.
Wendy’s Wendy’s® is rolling out a new wave of Hispanic advertising campaign week with the goal of creating a stronger connection with this fast-growing demographic, which makes up nearly 17% of the U.S. population . The Mucho Mejor™ Hispanic advertising campaign will reinforce Wendy’s shared values with Hispanic families, focusing on the best in family and food. “Mucho Mejor,” loosely translated as “Much Better,” will become the new Hispanic advertising tagline and complements Wendy’s mainstream “Now that’s Better™” campaign.“Our increased effort to reach Hispanic consumers is an important element of our Brand Transformation initiative to be a cut above the competition,” said Craig Bahner, Wendy’s chief marketing officer. The Mucho Mejor campaign is the next evolution in the company’s Hispanic advertising strategy. In 2010, the company and its Hispanic agency of record Miami-based Bravo launched the “Sabor de Verdad®” campaign, which focused on Hispanic customers’ savvy and appreciation for real, quality, tasty food.The Mucho Mejor advertising campaign launched last week on Spanish language TV and radio with the introduction of Wendy’s new Frosty™ Waffle Cone.
Disney Disney Consumer Products launched a line of dresses called the Disney Royal Ball collection, which is the first-ever line of Quinceanera gowns inspired by the stories of the Disney Princess characters. Quinceañera, which means one who is 15, also is called fiesta de quince años, fiesta de quinceañera, quince años or simply quince. It is the coming-of-age celebration for a Latina who is turning 15. Latin American cultures take part in this tradition, which is growing dramatically.
Hibu Hibu, a supplier of a supplier of print and online advertising solutions, has selected Colombian based agency Ariadna as its agency of record for Hibu in the U.S. to manage US Hispanics and Latin American markets. Ariadna will be in charge of media buying and planning, handling strategy, creative and media work, including digital and traditional media.
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